Every guest is saved by a shirt

Guide: "Millet" of the van and did not get a group of fanatical "rice noodles", on this piece "can run points of the shirt", the apparel industry people think gimmick more than the essence, "where the customer has not paid attention to the brand's own value."
September 9 3 o'clock in the afternoon, where guests released the new shirt "Gis", it and this month 1st issued the "Fang Collar" shirt, is considered to be old and every guest has a year of "reverse attack." But from the market response, "millet" where the guests did not get a group of fanatical "rice noodles" to this piece "can run points of the shirt", the apparel industry people think gimmick more than the essence, "where the customer has not paid attention to the brand's own value."

A shirt

When it took 69 minutes to introduce the story of a shirt, the industry's curiosity about the style, experience, production and inventory of the shirts has been greatly ticked off, "the shirts that can run the points", "let the Thousand yuan above the shirt low burst", attached to this shirt, in addition to the "Millet strategy", There are years of dormancy and the return of the King ambition.

9th Night 9 o'clock, Beijing commercial News reporter Login Sir Web page found that the price of 129 yuan "Fang Collar" can continue to buy, "Gis" section is shown sold out. But at the same time, the number presented on the page is not bright.

10th 12 o'clock, the Web page shows that the "Fang Collar" section commented on 251, of which 236 praise. More than 10 days more than 200 comments, the sales figures behind this, although not disclosed, but a clothing electric business owner said frankly, this with the high profile of customers and vigorously promote does not match, more difficult to reproduce the upsurge of millet open snapped. "Even if you do a shirt, what can you do? This is a real problem," the September 3-year-old Weibo blogger asks.

Continuous marketing

"Aged still do not understand the clothing industry, he does is still marketing." "Garment industry observer Magang bluntly that the apparel industry is a criticism of this set of practices.

The garment industry, he says, is more concerned with the product itself than with a set of concepts. Whether it's the Chanel or the Japanese shirt tradesmen, these concepts are conveyed more like the media, where the true target audience of the shirts is not taken into account, and what they need is the "words" that can be understood.

The way to pay tribute to Millet let every guest also embarked on a "limited sales" of the long road, but the nature of clothing and electronic products far away, this is often the industry to compare. "Cost-effective electronic products consumers can pay a few months of waiting time, but the clothing is a very strong impulse products, the public consumers are not buy, this is not in line with the apparel industry law." Magang said that the customer has not yet paid attention to the brand's own value.

In his view, many brands in the apparel industry also provide more than hundred yuan of iron-free shirts, including the earlier by the old as a model of Uniqlo, they do not like every guest so high-profile, do not engage in "hunger marketing", but also has a large number of loyal fans.

Drifting away?

In February this year, visitors to the crisis of the capital chain broke into a seventh round of more than $100 million trillion in financing, the round of financing is also seen as a lifesaver. Since then, every customer's millet brand increasingly clear. But the success of the path of millet can save the once failed every guest, today still uncertain future.

Time to return to the August year of the release of the event, aged in the spotlight, with a shirt to announce their return. But all the people who have passed the baptism of "every object" in the past 2010 years, standing in the 2014 today to examine this shirt, no matter in marketing skills or sales data, are far less popular.

Position relative cock Silk of van shirts come out behind the fashionable high-end story, in the popular clothing market using the promotion model of hunger marketing, Magang think, every guest in the road of return farther and further.

People familiar with the media, said that the huge "8 28 press conference", the industry and the media to pay enough homage, but did not express the shirt and the new business model of the customer's affirmation and confidence. "Hopefully at this time next year, aging won't sit in the office and say it's still a trial-and-error process." ”